Latest from Food Politics: The hyper-marketing of protein, continued

Most people who eat enough calories get more than enough of the protein they need, so the current protein craze—putting pea, whey, and tofu into everything—doesn’t make a whole lot of sense. It does sell products though. It’s hard to choose from ...

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By Marion Nestle August 06 2026 The hyper-marketing of protein, continued Most people who eat enough calories get more than enough of the protein they need, so the current protein craze—putting pea, whey, and tofu into everything—doesn’t make a whole lot of sense. It does sell products though. It’s hard to choose from among the most entertaining protein-supplemented products. Coffee? Protein water? Pop-Tarts? But this remains my current favorite. We can—and should—ask: How Sound Is Broad Advice to Simply “Eat More Protein?” Protein has become the centerpiece of popular nutrition advice. Grocery store shelves are lined with protein-enhanced everything. Social media influencers urge us to squeeze more protein into every meal. And now the U.S. Department of Health and Human Services is offering broad advice: simply eat more protein. And look at the effects of this trend: America’s Protein Boom Is Outgrowing Its Supply: Demand for whey is soaring as more Americans seek out high-protein foods and GLP-1 medications reshape eating habits. Why can’t manufacturers simply make more? And the USDA says Animal protein continues to be plentiful for U.S. consumers. They don’t include dairy on this chart and I have not seen a similar one for plant proteins, but plenty of those are available too. I wish everyone would stop worrying about protein.  It’s not a nutritional issue; it’s a marketing issue. ___________________ Arriving Sept 8. For a 30% discount, pre-order here using code UCPSAVE30.   The post The hyper-marketing of protein, continued appeared first on Food Politics by Marion Nestle      Related Posts Annals of food marketing: weird, wonderful, and profitable What will the FDA do about peptides? Industry-funded study of the week: plant v. animal proteins   Now Available: What to Eat Now My new book, What to Eat Now, is officially out! It's both a field guide to food shopping in America and a reflection on how to eat well—and deliciously. For more information and to order, click here. You can explore the full archive of this (almost) daily blog at foodpolitics.com, where you'll also find information about my books, articles, media interviews, upcoming lectures, favorite resources, and FAQs. Visit the Site » ​​​​​​​ Marion Nestle Paulette Goddard Professor of Nutrition, Food Studies, and Public Health at New York University, Emerita © Marion Nestle. You're receiving this email because you've signed up to receive updates from us. If you'd prefer not to receive updates, you can unsubscribe. Safely Unsubscribe • Archives • Preferences • Contact • Subscribe • Privacy

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